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The Lottery Wins, in Georgia
By: Janet Kalandranis
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It’s been a big couple of weeks for the Lottery. Lots of press, lots of excitement, and lots of engagement with the overall brand. And now it’s holiday time: the period between Thanksgiving and the end of the year when people purchase gifts for family, friends, and those they don’t even know. And lucky for the lottery, the brand has a product that fits all, costs little, and can offer a little fun during this holiday season.

The Georgia lottery has a new holiday campaign, complete with TV spots that play off this joyous time of year. However, instead of stating the obvious, the brand incorporates the negative of the season and says what every other brand is pretending to ignore. No one wants to swap gifts; no one gets what they want and at the end of the day it’s all a wash. The Georgia lottery put this in the forefront. The spot includes that awkward gift exchange where participants would normally be polite and thankful for the gifts received. Instead this spot takes a different turn and the Georgia lottery brings forward what is always in the back of every person’s mind. This gift stinks, it’s getting returned, and yes, it’s being left behind.

Sometimes "easy" and "simple" are the way to go. Add a little humor to that, too. The lottery is simple, it’s accessible, and it is pretty much widely accepted as a gift. Of course, the Georgia lottery could have stated all of this, but then there’d be nothing to discuss. It’s nice when a brand takes something that’s easy and plays the other side. This campaign gives the brand the attention it deserves and has the creativity to make it successful. Because no one wants to know the benefits of giving a lottery ticket as a gift — they’d rather enjoy the 30-second spot, get a chuckle, and ultimately remember to pick up this little treat on their next trip out.

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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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